Ad Tech
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Data-Driven Thinking
Unlocking The Power Of AI In Contextual Targeting: A Guide For Agencies
The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data. However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]
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The Big Story
Ranking The Open Web
SPO is moving from efficiency to curation to ranking the top 500 publishers. We talk through industry reactions to The Trade Desk’s SP500+ product. Plus: Seedtag acquired Beachfront, a deal that’s emblematic of multiple trends in CTV, privacy and the rise of contextual.
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Online Advertising
Marketecture Buys AdTechGod (No, Really)
Only in advertising is God himself up for sale. On Wednesday, the ad tech information resource business Marketecture announced it had acquired AdTechGod, an anonymous ad tech Twitter poster turned one-man content studio, and The AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom, founder and CEO of the advertising and technology career […]
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Online Advertising
Meet The New Media Consultants Thriving Despite Disruption And Macroeconomic Woe
It’s been a tough couple of years for people working in media and marketing, including mass layoffs and uncertainty about the future of ad tech. But while these changes have been difficult for those involved, they’ve also created fertile territory for individual consultants with in-demand expertise. These are people who either left their jobs or […]
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The Big Story
The Shrinking Open Web
The open web is getting smaller, with the squeeze happening in two directions: Curated deals are skimming the cream off the open web, and exposed made-for-advertising websites are shuttering.
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CTV Roundup
The Debate Over Premium Content Is Holding Back Programmatic CTV Growth
While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.
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Data-Driven Thinking
Embracing Incrementality: Navigating Post-Privacy Measurement Challenges
As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor of bigger-picture analysis of marketing performance and a multi-methodology approach. Relying solely on MTA and MMM is not enough. There’s also a third method: incrementality. This […]
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Data-Driven Thinking
RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results
First-party data has long been in a marketer’s toolkit as a critical instrument to personalize the customer experience across media touch points. But it has yet to influence how most companies use generative AI technology. However, proprietary data sets have the potential to play an important role in several key marketing applications for generative AI […]
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The Big Story
‘Incrementality’ Is The Buzzword That Stole Prog IO
Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.
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Marketers
Ally Financial On Why Marketing And IT Need To Be BFFs
If you’re a brand that wants to in-house its programmatic media buying, the best thing you can do is to make friends with the IT guys. Because without buy-in and support from the internal tech team – whose job it’ll be to handle most of the technical development of any mar tech or data warehouse deployment […]
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